Media Kit 2019 Illustration: Ben Boothmanfiles.theskinny.co.uk/ad-specs/2019/2019-media-kit.pdf · The Skinny Media Kit 44 (0)131 467 4630 [email protected] theskinny.co.uk Our

I N D E P E N D E N T C U L T U R A L J O U R N A L I S M

Media Kit 2019

Illus

trat

ion:

Ben

Boo

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an

+44 (0)131 467 4630 [email protected] theskinny.co.ukThe Skinny Media Kit

“There aren’t enough people like The Skinny out there”

Rich Walker, General Manager, 4AD

165,000+ Monthly Readers

125K Unique Users* 350K Page Views**Monthly

35,000 FREE Print Copies Every Month

600+ Distribution Partners (Edinburgh, Glasgow & Dundee)

12,000+ Email Subscribers

115,000+ Followers on Social Networks

The Skinny: At A Glance


Our Audience98% Listen to music every day

87% Attend at least two festivals a year

87% Like to read about events

72% Read The Skinny every issue

69% Eat out every week

67% Go clothes shopping every month

63% Work full time

62% Go on 2-4 holidays a year

59% Are educated to degree level

44% Visit theskinny.co.uk at least once a week

44% Go to at least 3 gigs a month

44% Are in the pub twice a week or more

43% Like to know about events/artists before anyone else

38% Attend at least one

festival abroad each year

34% Buy music at least once a week

25% Are studying

An Age of Discovery

The Skinny readers want to know more and set the trends.

The Skinny magazine bucks the trend.

Our print reach continues to expand and engage new audiences. Each location has its own style and personality, with bespoke, localised content and listings.

Age Profile

82% ABC1 Readership

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Even Appeal

51% Female | 49% Male

25–3447%

19–2439%

0–18, 1%

35–44 9%45+

4%

53%Urban

Sophisticates

14% Town Centre

Singles

8% Familieson the move

7% UpperEchelons

18% Other

Reader Profiles


Launched October 2005Edinburgh, Glasgow & Dundee

• 35,000 copies• 160,000+ readers• 600+ distribution partners• Monthly• ABC Certified

Now in its 14th year, The Skinny has become the trusted source for information about the full cultural scene throughout Scotland and beyond.

With a loyal readership, The Skinny provides interviews with internationally renowned artists alongside relevant localised content, previews, reviews and daily listings to create an essential guide for anyone who wants to be ahead of the crowd and in the know.

The Skinny: PrintReader key facts:98% listen to music every day86% aged 18–4469% eat out every week67% go clothes shopping every month63% work full time62% go on 2-4 holidays a year

53% of clients have advertised for 3+ years. 92% of our advertisers re-book with

The Skinny after their first campaign.

92% of our advertisers re-book

with The Skinny after their first

campaignPrint Prices**before VAT

1/8 Box

£325

1/4 Vertical

£545

1/4 Box

£545

1/2 Vertical

£895

1/2 Horizontal

£895

Full Page £1395Inside Front Cover £1645

Page 3 £1645Outside Back Cover £1745

Double Page Spread (DPS)

£2500

Scatter Listings DPS

£650


Print Tech Specs & Deadlines

• Print adverts should be 300dpi CMYK, PDF or JPEG/TIFF

• The magazine is printed on trimmed coldset newsprint and exported as [PDF/x-1a:2001] so artwork needs to be compatible with [PDF/x-1a:2001] with all fonts and images embedded

• Total ink usage should not exceed 240%, max K100

• 5mm bleed must be included on Full Pages and Spreads, but is not needed for smaller sizes

• Ensure any essential content is within the type-safe area specified

• Adverts should be sent to [email protected] with the advertiser in the subject box

Payment Ts & Cs • Print advertising clients have 7 days

after street date to make payment.• All invoicing is electronic unless

otherwise stated.• Up to 30% may be added to your invoice

as a late payment charge if you do not pay by the agreed date.

• You will have 48 hours after booking to cancel your advert after which time you will be liable for the full cost of the advertising booked.

• If advertising is booked but artwork not provided by the deadline, the client is still liable for the cost of the advertising.

• Full terms and conditions can be found at theskinny.co.uk/about/advertise/advertising-terms-and-conditions

Print Sizes

Tech Specs

1/8 Box118.5mm(w) x

74mm(h)

1/4 Vertical57mm(w) x

305.5mm(h)

1/4 Box 118.5mm(w) x

151mm(h)

1/2 Vertical118.5mm(w) x 305.5mm(h)

1/2 Horizontal 241mm(w) x 151mm(h)

Full Page Bleed: 275mm(w) x 342mm(h)Trim: 265mm(w) x 332mm(h)

Type Safe: 240mm(w) x 310mm(h)

DPSB: 540mm(w) x 342mm(h)T: 530mm(w) x 332mm(h)TS: 500mm(w) x 310mm(h)

Scatter Listings DPSNested Boxes:57mm(w) x 57mm(h)Base banners:241mm(w) x 12mm(h)

Booking Artwork Street

January 2019 12 Dec 18 Dec 3 Jan

February 23 Jan 29 Jan 5 Feb

March 20 Feb 26 Feb 5 Mar

April 20 Mar 26 Mar 2 Apr

May 17 Apr 23 Apr 30 Apr

June 15 May 21 May 28 May

July 12 Jun 18 Jun 25 Jun

August 17 Jul 22 Jul 30 Jul

September 21 Aug 27 Aug 3 Sep

October 18 Sep 24 Sep 1 Oct

November 16 Oct 22 Oct 29 Oct

December 13 Nov 19 Nov 26 Nov

January 2020 11 Dec 17 Dec 7 Jan

February 2020 22 Jan 28 Jan 4 Feb


An indispensable guide for studentsStudents are a crucial demographic for the culture of any city, since many of them – be they new, visiting, or returning students – are at their most impressionable, adventurous, and curious.

The Skinny’s annual guide to student life is written and edited by current or recent students, so the tone, content, and format is optimised to engage with its readers.

The Skinny Student Supplement

.CO.UK

I N D E P E N D E N T C U L T U R A L J O U R N A L I S M

STUDENT HANDBOOK

2018 - 2019

MUSIC | FILM | CLUBS | THEATRE | ART | BOOKS | COMEDY | TRAVEL | FOOD & DRINK | INTERSECTIONS | LISTINGS

Advert Prices**before VAT

At A Glance

• Up to 36,000 copies included inside THE SKINNY September Issue

• 25,000 additional stand-alone copies, 24 pages, FREE

• Key cities: Edinburgh, Glasgow and Dundee• Distributed to universities, colleges,

student accommodation & specially selected student hotspots

• Also handed out at selected events, fairs & via key partners

• Trusted and established publication, now in its 12th year

1/4 Box 118.5mm(w) x 151mm(h)

Full Page Bleed: 275(w) x 342(h)mmTrim: 265(w) x 332(h)mmType Safe Area: 240(w) x 310(h)mm

DPSB: 540(w) x 342(h)mmT: 530(w) x 332(h)mmTS: 500(w) x 310(h)mm

Advert Sizes

Tech Specs

Print adverts should be 300 dpi, CMYK PDF or JPEG/TIFF, with all fonts and images embedded.

5mm bleed must be included on full pages and spreads but is not needed on smaller sizes.

1/4 Box £545

1/2 Vertical£895

1/2 Horizontal £895

Full PageNo Fixed Placement: £1395

Guaranteed Right Hand Page: £1645 Inside Front Cover/Page 3: £1645

Outside Back Cover £1745

DPS£2500

“ The Student Handbook has been the perfect vehicle for us to engage with the student market in Edinburgh and Glasgow” Anthony Dorman, Marketing and Promotions Manager, The Stand Comedy Club

as per main mag sizes:

1/8 Box£325

1/2 Vertical118.5mm(w) x 305.5mm(h)

1/2 Horizontal 241mm(w) x 151mm(h)

1/8 Box118.5mm(w) x 74mm(h)


Digital Engagement 125,000 unique users per month 350,000 page impressions per month 0.18% average click-through rate 49% of traffic from mobile devices Section-targeted campaigns available See below for targeted options including

Homepage & Section Takeovers, and digital advertorial pages

National Reach 25% London, 44% Key city areas (Edinburgh, Glasgow, Manchester, Liverpool, Dundee, Leeds, Birmingham)

Social Engagement35% of traffic from social 115K friends/followers as of Nov 2018

The Skinny’s digital audience stretches far and wide. Inspiring awareness of local acts on an international scale, our online content is tailored to the savvy online user. Engagement and building loyalty with users is key to our continued digital expansion.

theskinny.co.uk is a powerful platform for reaching our culturally engaged visitors, with high-impact display slots in key visible positions on our web pages. Options include the Billboard, MPU or Reskin & Billboard combination. Display adverts can be section or geo-targeted.

theskinny.co.uk

Billboard (CPM: £16 / £18 targeted)

Reskin & Billboard(CPM: £32 / £38 targeted)

MPU (CPM: £13 / £15 targeted)

Sponsored Content

The Skinny can work with you to create a fully bespoke online advertorial that allows you to connect and engage with our readers, all in our trusted editorial tone and design.

Optional traffic drivers available, including via social networks and homepage placement.

Section & Site Takeovers

• For maximum impact, book the Reskin & Billboard to dominate the page

• Or occupy all three display slots for a particular section or run of site, e.g all music pages

• Consistently high average CTR (›1%)• Quotes are tailored to specific

campaigns


Digital Tech Specstheskinny.co.uk

As well as traditional image formats (RVB, JPEG and animated GIF) max file size 1MB, theskinny.co.uk accepts rich media banners in the dimensions stated. Please refer to the IAB website (www.iabuk.net) for maximum audio and play lengths, controls, labeling and other best practice recommendations for your artwork. If you are providing Flash™ or HTML5 files, please also submit a standard

image file to display to users without capacity to run Flash™ or HTML5*. Ambient Reskin adverts must be submitted as JPEG or static GIF files. *Flash files must be 10.1 or lower

Please submit all digital copy and URLs to your sales contact at least 5 days before live date to ensure adverts can be checked before uploading.

Reskin

• Reskin adverts should be supplied as one image to the spec: 2560px(w) x 1440px(h)

• Additional dimensions are given (to the right) for guidance as to where key information should be featured

• The central area is for our content and must be kept blank in your design

• Your design should extend to fill the total area so as to be visible on even the biggest screens

• Reskins do not scroll with the page.

MPU 300px(w) x 250px(h)

Desktop Billboard970px(w) x 250px(h)

Mobile Billboard 320px(w) x 50px(h)

Total Area 2560px(w) x 1440px(h)

Blank Central Area 970px(w) x 1440px(h)

Safe Zone (for key information)

150px(w) each side x 600px(h)

Reskin

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An organically grown, effortlessly informed weekly eNewsletter.

This is an ideal platform for promoters, venues and brands. Provide a timely boost to an avid audience group wanting recommendations for their week ahead.

High value opportunity to gain direct access to The Skinny’s database and our social networks.

• Every Thursday• Top weekly recommendations• 12,000+ subscribers• Also hosted on theskinny.co.uk• Prices calculated per 1,000 subscribers

(CPM)• Posted via social networks 100,000+

friends/followers• Commitment discounts available• Quick turnaround, artwork needed

Monday prior to inclusion

*Please note digital stats are always increasing so check with your sales team for the most up-to-date figures

Please provide all elements to your sales contact by 5pm Monday prior to inclusion.

Bespoke Solus EmailCreate your own bespoke email and send your message direct to our ZAP signups. The Skinny team can help you create a beautifully engaging message to suit our reader’s demands and convey your campaign effectively.

Banner Advertising

• Dominates width of newsletter• Immersed in content – excellent brand

association• Quantifiable – trackable open rate & CTR

600px(w) x 250px(h) | £240 (£20 CPM)

Box Advertising

• Immersed in content – excellent brand association

• Quantifiable – trackable open rate & CTR

300px(w) x 250px(h) | £120 (£10 CPM)

Advertorial Advertising

• Includes up to 75 words, lead image and links.

• Brand Engagement – direct dialogue in the tone your brand wants presented

• Exclusive Messaging – you are the only advertorial inclusion.

• Measured – embedded links, with trackable open rate & CTR

600px(w) x 250px(h) | £300 (£25 CPM)

£900 | £75 CPM


Special ProjectsAt The Skinny we embrace new ideas and have a team of creative contributors that can assist with any campaigns and projects.

Advertising FeaturesCreate content across our print or digital networks to encourage interaction, awareness and brand association for our clients.

Media PartnershipsThe Skinny works with events, brands and businesses to maximise their reach to our readership, while also creating new avenues of exposure to potential readers.

Bespoke MagazinesThe Skinny team can create a one-off brochure, daily publication or digital creation to assist raising awareness and promotion of your event or product.

We’ve worked with both Edinburgh College of Art and Glasgow School of Art to produce bespoke degree show magazines, using student contributors under The Skinny brand.

The CineSkinny is a daily guide to the Glasgow Film Festival designed to deepen the relationship between local audiences and the festival itself, as well as drive ticket sales and extend the GFF’s reach to new audiences.

In 2018 we supported the Edinburgh International Film Festival by producing a digital exploration of their programme, focusing on their American Women in the ‘80s strand.

SupplementsOur annual guide to Unbound, a late night series of events for the Edinburgh International Book Festival, is a perfect example of how you can extend your brand to our readers. In 2018 we also teamed up with National Museums Scotland to create a unique supplement to accompany Rip It Up, a landmark exhibition exploring the history of Scottish pop music.

June 2018

Music

Feature 1RiP iT uP

My own love affair with Scottish pop music probably goes back to 1978 being mesmer-

ised by Eugene Reynolds, resplendent in lime green jumpsuit, alongside Fay Fife on Top of the Pops, singing – appropriately enough, Top of the Pops. Fast forward exactly 40 years, and here we are, getting ready to put that same jumpsuit on display in Rip It Up: The Story of Scottish Pop at the National Museum of Scotland.

It will be one of over 300 objects on show, many of which have come directly from the artists and bands, and which mostly haven’t been on public display before. For all sorts of reas- ons – space, availability of material, curatorial choices, basic sanity – the exhibition is not and cannot be comprehensive. Through a mix of chronological and thematic approaches, we’ll give the broadest possible overview to the story while also offering fresh sights and insights through unique objects and first-hand artists’ contributions. We’ve also had expert help and advice from a wide range of people over the past 18 months.

We start in the dancehalls and cafes as skiffle catches on, with Scots born Lonnie Donegan in the vanguard of a movement in which a young Alex Harvey also cut his teeth. An indus- try forms, with its centre in London. Young Scots artists make their way there, seeking fame and fortune. Some find it, like Lulu. At the same time new folk starts to emerge from the clubs and bars as bands like The Incredible String Band are at the heart of an emerging counterculture. Folk traditions are adopted and adapted into the new pop music – a fusion which continues to this day.

The curator of the National Museum of Scotland’s exhibition on Scottish music, Stephen Allen introduces Rip it up: The story of scottish Pop

Into the 1970s, other Scots make global breakthroughs on their own and as part of groups – Average White Band, Gerry Rafferty, Nazareth, Jack Bruce in Cream, Ian Anderson in Jethro Tull and, of course, the Bay City Rollers.

In the late 1970s, social and technological changes turn everything on its head. A new generation seizes the means of production; more portable and affordable recording equipment and even the emergence of the humble office photocopier lead to the emergence of smaller independent labels throughout the country, with notable examples in Scotland including Zoom, No Bad, Postcard, Fast Product and, later, Creation. There is a parallel creative flourishing around new wave and post-punk. Lots of hugely influen-tial artists emerge around this time, from The Skids, Josef K, Orange Juice, The Associates, Altered Images, The Fire Engines, Scars and artists who went on to have global commercial impact like Simple Minds and Midge Ure… the list goes on.

In amongst all this a recurring presence is Scotland itself, and its changing social, political and cultural climate. To what extent can you hear that in the music? In some cases, very obviously; the inimitable sound and the politics of The Proclaimers, or Runrig, the only band to per- form in Gaelic on Top of the Pops. In other cases, it’s far less obvious and some would say rightly so, that music is universal, and transcends national boundaries.

Maybe more subtly, particular places have had movements and moments of creativity with a particular sound and voice. Most obviously

Biffy Clyro

Bay City Rollers

Clare Grogan

Guitars including Simple Minds, Josef K, Big Country, The Rezillos

The Rezillos

Garbage and Shirley Manson

Glasgow through different periods, whether the Bellshill blossoming of Teenage Fanclub and BMX Bandits, or the emergence of the scene fostered by The Pastels and Belle and Sebastian. More recently labels such as Fence, Lost Map and of course Chemikal Underground continue Scotland’s do-it-yourself musical ethos. Contem-porary voices have recently emerged in Scotland, most notably in Young Fathers and also through the success of the Scottish Album of the Year (SAY) Awards. And we will celebrate artists whose work and career reflects some of all of those themes and influences, and who have had global success, like Franz Ferdinand, Shirley Manson, KT Tunstall and Biffy Clyro.

Alongside the objects, we’ve been working with BBC Scotland on this project and so, not long after we open, there will be a three-part TV series on the history of Scottish pop. Vic Galloway has written a book which will accom-pany the exhibition, and will also present a four part series on Radio Scotland.

And it’s actually going to be a whole summer of Scottish pop, as this carries over into live music, particularly the associated events coming up with the Southern Exposure Festival at Sum- merhall in June, and Light on the Shore as part of the Edinburgh International Festival at Leith Theatre. We’ll also have our own range of events happening here at the museum throughout the exhibition run.

Rip it Up: The Story of Scottish Pop runs at the National Museum of Scotland from 22 Jun-25 Nov

nms.ac.uk/ripitup

Rip it up: The story of scottish Pop

UNBOUND12-27 AUG 2018

Late nights at the Edinburgh International Book Festival

“The Skinny are full of great ideas of ways to make partnerships mean-ingful for both or-ganisations, and their editorial cov-erage is excellent.”Kirsty Tough, Head of Marketing, EIFF & Film-house

Fest

ival

Pre

view

2018 Previews | City Guide | Venue Map

fest

-mag

.com

Your FREE Festival Guide

Fest

ival

Pre

view

2018 Previews | City Guide | Venue Map

fest

-mag

.com

Your FREE Festival Guide

Fest MagazineOur sister magazine, Fest, is not only the biggest free guide to the Edinburgh festivals, but also spread its wings to the southern hemisphere in 2018 to cover the festivals in Adelaide, Australia.


The Skinny: Live!

Client provides:• Booking and curation fees to cover

our time• Marketing budget to support event• Venue hire

The Skinny provides:• Unrivalled curation expertise• Coverage in print, online, The Zap

and social media• Audience reach of 368,000+• High quality bespoke photography

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Let The Skinny help put on your event! Over the years we’ve curated exhibitions, hosted short film competitions, given out comedy awards, sponsored music festival stages, run club nights and put on more gigs than you can shake a mic at.

Alt Peers Ball Hidden Door

Kelburn Garden Party

Edinburgh International Film Festival

Working alongside media everyman Vic Gal-loway, The Skinny helped programme the second edition of the Alternative Peers’ Ball at Edinburgh’s Assembly Rooms. With the multi-arts indoor festival being a throwback to an 1800s party organised by Sir Walter Scott, we helped bring proceedings right up to date with a jam-packed bill of rising and established stars - too many to list here.

In line with our love of eclectic cultural events, we supported Hidden Door Festival in 2018 by putting on an event blending our music and film expertise. In the grand Leith Theatre, The Skinny dug up The Cabinet of Dr. Caligari – a 1920s silent spine-tingler – and recruited a suite of electronic musicians to soundtrack the film live. Followed, of course, by a gig until the small hours with the likes of HQFU and Makeness.

2018 saw The Skinny partner with the West Coast’s longrunning jewel of a music festival. We curated the Pyramid Stage’s Saturday bill, selecting the best local and up-and-coming artists for one of the sunniest summer weekends on record. Headlined by Future Get Down, the roster was the perfect marriage of Kelburn’s inclusive booking ethos and The Skinny’s commitment to championing emerg-ing talent.

We were thrilled to partner with EIFF in 2018, particularly as it gave us a chance to cham-pion women filmmakers by supporting their Female Directors in American Cinema strand. We sponsored the screening of Smithereens, the seminal debut by Desperately Seeking Susan director Susan Seidelman - complete with a live Q&A and a free party afterwards with our house DJs playing 80s bangers.

Kelburn Garden Party Smithereens

Kelburn Garden PartyHidden DoorAlt Peers Ball


Thanks for Reading!So, you’ve seen all of the stats. You’ve seen what we can offer. We’re curious, though: what are you doing? How do you currently reach your audience? This isn’t about cookie-cutter, off-the-shelf products. The Skinny Sales Team is here to tailor solutions for your needs. Drop us a line, pick up the phone – we’d love to hear from you!

Whether it’s a last minute 1/8 page advert to promote your new club night or an integrated multi-platform campaign for an international brand, everything The Skinny does has the same level of care, attention and love.

“The team at The Skinny are full of enthusiasm

for their product, always respond quickly to

briefs and come up with good ideas on how best

to engage with their audience”

Jenny McManus, Head of Display, Carat Edinburgh

1.9 1st Floor TowerTechcubeSummerhallEdinburghEH9 1PL

+44 (0)131 467 4630

Find us:

[email protected]

Documents

Media Kit 2019 Illustration: Ben Boothmanfiles.theskinny.co.uk/ad-specs/2019/2019-media-kit.pdf · The Skinny Media Kit 44 (0)131 467 4630 [email protected] theskinny.co.uk Our